A State of Elevation

Pretty Denim is just that, pretty denim. We are worn by the woman who doesn't believe in the word casual, but rather lives in a world where casual is always done with a hint of sophistication and that a dress down day still requires you to effortlessly dress up. Pretty Denim has taken jeans, historically utilitarian, and created a 14 piece capsule collection exclusively featuring denim, embellishments and non traditional silhouettes.

We stand for one thing and one thing only. A state of elevation.

HER.

Who is she, who was she and what does she stand for? Introducing the launch capsule collection: Her. was inspired by the narrative of alluring and influential women.